July 11, 2025, 5:12 am | Read time: 3 minutes
While many Germans head south for vacation, an increasing number of international travelers are discovering Germany for city tours or extended holidays. According to Petra Hedorfer, chairwoman of the German National Tourist Board (DZT), Germany ranks “in the Champions League” as a travel destination. In an interview with TRAVELBOOK, the expert discusses in detail what she has learned about Germany’s perception abroad during her nearly 20-year career. Plus, how are we perceived abroad?
The Internations network has analyzed which cities worldwide are considered particularly friendly by expats living there. Unfortunately, Germany did not shine in this ranking: Munich, Hamburg, Berlin, and Frankfurt are at the bottom of the list, as TRAVELBOOK reported. However, when it comes to tourism, Germany is apparently quite popular. “In fact, Germany plays in the Champions League as a travel destination,” explains Petra Hedorfer, chairwoman of the German National Tourist Board (DZT). “According to recent studies by the UN World Tourism Organization, we ranked seventh among the most popular travel destinations worldwide in 2024 for international arrivals.” Among Europeans, Germany is also the most popular destination for city and cultural trips and the second most popular nature travel destination.
Overview
Where Most Germany Visitors Come From
According to Hedorfer, three-quarters of international visitors to Germany come from Europe, especially from the Netherlands, Switzerland, Poland, the United Kingdom, and Austria. Among overseas markets, the U.S. dominates. However, the importance of Asian countries is noticeably increasing. “We have very high growth rates from China and India. Other Asia-Pacific markets and Latin America will also continue to grow in the coming years.”
Particularly in demand: culture, nature, and good value for money. “Many vacationers are surprised by the diverse and intact nature to be found here,” says Hedorfer. One-third of Germany’s mainland area is under special protection, including 16 national parks, 18 biosphere reserves, and over 100 nature parks.
Germany Is Considered a Service-Oriented and Welcoming Destination
According to Hedorfer, Germany’s image abroad is very good. In the renowned Nation Brands Index (NBI), the country ranked second among the 50 leading economic nations in 2024—not only economically, but also in terms of culture, people, and tourism. Guests appreciate not only the sights or museums but also the service. “The perception of service quality in Germany is often much better than we think,” says Hedorfer. The DZT’s quality monitor shows an average score of 1.9 on a scale from 1 (very good) to 6 (insufficient).
And what about our supposed unfriendliness? According to expert Hedorfer, Germany can market itself not only as a service-oriented but also as a hospitable and welcoming country. Good indicators are international sporting events where the world looks to Germany—most recently at the 2024 UEFA European Championship. The most frequently mentioned impressions of international visitors, according to the Nation Brands Index, were: ideal hosts, great atmosphere, warm welcome culture, safe and sustainable event. There you go!
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However, Hedorfer sees a sore point in the digitization of the tourism sector. “Travelers from Asia or America, in particular, are much more ‘digital’ than we are,” she says. This refers to the entire travel process—from inspiration to booking to mobile payment options. “Guests now expect this convenience from us as well.”
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In terms of technological progress, Germany urgently needs to make adjustments, as incoming tourism is economically significant for the country. According to the DZT, 85 million overnight stays by international guests were recorded in 2023—5.4 percent more than the previous year. In total, they spent 77.7 billion euros. This particularly benefited gastronomy, hotels, retail, and service providers. “This strengthens our economy and secures jobs.”